As big data and sophisticated analytics have earned their place in business, their application and utilization is still in its infancy. In this eBook, we will show you how to apply analytics and incremental process changes in key areas across the marketing organization to make large-scale improvements to business outcomes.
“More than 50% of marketing executives report their teams have a significantly increased responsibility for growing revenue.” -- ExactTarget & Deloitte
Download this toolkit and get real-life examples of tactics that you can employ to help optimize team performance:
- Improve top-line revenue goals
- Improve team productivity and satisfaction
- Maximize knowledge management & marketing intelligence
- Make marketing intelligence content & distribution truly effective
Table Of Contents
Pg 3 - Chapter 1: Optimizing Marketing Intelligence
Pg 5 - Chapter 2: Optimizing Content Development
Pg 8 - Chapter 3: Optimizing Content Distribution
Pg 11 - Chapter 4: Optimizing Campaigns
Pg 14 - Chapter 5: Optimizing Sales and Marketing Alignment
First 3 Pages
Marketing Optimization Toolkit:
The Science behind Marketing Analytics
Marketers are well-versed in the art and science of optimization. Campaigns, landing pages, conversion rates... these days just about anything that can be tracked and optimized will be. But what about the not-so-obvious practices and assets — areas like content production and distribution, campaign operations and even the alignment of sales and marketing teams. Can marketers optimize these often overlooked aspects? Is it a valuable use of their time and
The answer to both questions is yes. And in optimizing the non-digital aspects of your team’s functions, marketers can make significant gains to both their top-line revenue goals as well as for their team members’ productivity and satisfaction. The secret to optimizing these “behind the scenes” functions is to look carefully for inefficiencies and friction points. The problem is that those areas of tension aren’t always so visible.
This eBook provides a framework to examine the less obvious facets of your marketing organization like knowledge management, content distribution and campaign operations. It provides real-life examples of tactics that you can employ to help optimize the performance of your non-digital team functions. The goal is to give you a starting point that you can then build upon further.
As always, we hope you enjoy this eBook and find value in its pages.
Interested in learning how Showpad’s
leading marketing platform can help
enhance your optimization efforts?
CHAPTER 1 - 3 - Optimizing Marketing Intelligence
CHAPTER 2 - 5 - Optimizing Content Development
CHAPTER 3 - 8 - Optimizing Content Distribution
CHAPTER 4 - 11 - Optimizing Campaigns
CHAPTER 5 - 14 -Optimizing Sales and Marketing Alignment
Optimizing Marketing Intelligence
As marketing teams collect and analyze greater volumes of data, there is more pressure on them to act as internal intelligence bureaus. This duty is especially challenging as over half of marketing executives surveyed by ExactTarget and Deloitte report their teams have a significantly increased responsibility for growing revenue.
Acting as a knowledge service bureau for your organization while simultaneously contributing to revenue growth can feel at odds. But in reality, creating accessible data insights can drive revenue. A new research initiative by Millward Brown Vermeer indicates that 67% of top-performing companies (based on revenue) link data sources to distill insights, and 73% of these firms use data-driven insights to create experiences. So by optimizing your team’s approach to gathering, distilling and distributing data-driven insights, you’ll fulfill marketing’s responsibility as an intelligence bureau as well as contribute to overall revenue goals.
“65% of sales reps can’t find content to send to prospects” - ExactTarget & Deloitte
Optimize intelligence gathering
First, optimize your team’s approach to information gathering. Start by prioritizing the questions you want to answer. Then determine the data points that your team will track and analyze to do so. Questions may focus on your personas, target markets and/or products.
Persona-specific questions might include, “What are our prospects’ chief problems and challenges?” or “Where do our prospects learn about our industry?”. To answer them, you’ll need to develop knowledge around persona-based demographics, firmographics and psychographics.
In addition, you should be compiling information around your target market and product(s). Depending on the nature of your business, product knowledge may need to be accumulated in collaboration with your organization’s product or operation teams. Here are some starting points for both areas.
Core feature set, auxiliary features, use cases for your product/service overall, how your product or service solves the challenges of your personas both overall and for specific features, sample use cases and correlated ROI